One of the largest global advertising agency networks, FCB ULKA has bagged Reliance Smart's creative mandate. The agency will lead the 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.
Reliance SMART, a large format grocery supermarket from Reliance Retail, gives a one-stop buying experience by providing a broad variety of products under one roof, ranging from grocery, fruits & vegetables, dairy to kitchenware and homeware. Recently, it has launched its first store at Bhubaneshwar and a new store in Coimbatore. This year, Reliance Retail has become the first Indian retail company to clock more than Rs 1 lakh crore in annual revenues and ranked 94th on Deloitte’s top retailers’ list
FCB Ulka became the sole Indian agency in Cannes Lions 2019 that managed to win the only gold lion for its entry 'The Open Door Project for Millennium School'. The agency also won a gold at Clio Awards 2019 for the same. Swati Bhattacharya, the chief creative officer of FCB Ulka was roped in as 'See It Be It' ambassador for this year by Cannes Lions. The agency's campaign ‘No Conditions Apply- Sindoor Khela’ for The Times of India was the only campaign from India featured amongst the world’s top-10 most creatively awarded campaigns by WARC. Earlier in February, the agency collaborated with ScoopWhoop and launched the '#SabKaSabarimala' campaign to encourage women of all ages to register a virtual visit to the Sabarimala Temple in Kerala with check-in on Facebook. The 'Out & Proud' campaign conceptualized by FCB ULKA for Times of India was highly appreciated. The campaign that was launched on the eve of International Day Against Homophobia was aimed to empower the members of the LGBTQ community to live a dignified life with acceptance and pride.
Damodar Mall, CEO, Reliance Grocery Retail, said, “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance Smart. FCB Ulka team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership, we look forward to building a strong mindshare for Reliance Smart. Look forward to lots of ‘Smartgiri’, together.”
Kulvinder Ahluwalia, president - Mumbai, FCB Ulka said, “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross-media initiatives.”